NDS and TNS link for ‘super box’ TV analysis
TV technology company NDS, 49% owned by News Corp, has linked with TNS Media Research to offer an audience measurement initiative that will allow for the sophisticated tracking of viewing patterns.
An application pops up on screen and prompts viewers to identify themselves by their first name, using their remote control, and allows users to add any additional guests watching TV alongside them. Individual viewers in a home have to ‘opt in’ to the system via their remote control.
The system is tabbed as the RPDi solution that is operated through a combination of NDS set-top-box technology and a TNS analysis service. NDS senior executive Gideon Gilboa said STB data provides insight into viewing patterns of niche channels, as well as DVR-enabled consumption and how people use interactive TV.
NDS says the RPDi system has the potential to meld demographic information with STB data. With RPDi, "customers can have the best of both worlds: rich STB data and strong individual-level reporting to improve their business decisions and advertising sales," Mr Gilboa said.
NDS and TNS have been offering an STB-based measurement system since 2008; customers include DirecTV and Britain's BSkyB.